Tucked away in this, our second Inside Track supplement in partnership with Blue Rubicon, is one of those gems of insight that digital comms types are usually too polite to mention. 'Any digital strategy has to be based on the hard truth that people are usually not that interested in you', says the agency's head of digital Rob Blackie.
It's a brave thing to say to a client, but it's also potentially very helpful. It focuses minds on creating content that is more about inspiring/entertaining or educating consumers than it is on what the company want to say about itself.
In these pages you'll find plenty of examples of in-house communicators who have done exactly that – from foreign diplomats immersing themselves in local social media to the interactive element in Aviva's deceptively simple You are the Big Picture campaign. We hope these tales of capitalising on content will prove inspiring to you.
Claire Murphy, consultant editor, PRWeek
Digital campaigns are often surrounded by too much complexity and technical geekery. They needn't be. At Blue Rubicon we've always kept it simple and focused on the power of digital communications to connect brands to their consumers by starting more conversations, with more people, more often.
To remove the shroud of technicality we asked some of our clients like Aviva, Facebook and Experian, as well as some top digital campaigners to explain how they were successful and what the future holds. The result is digital communications unplugged and uncomplicated.
Chris Norton, managing director, Blue Rubicon